金额/比率陈述方式和调节匹配对消费者购买意愿的影响

研究引入调节匹配这个源于心理学的概念，探讨两种不同目标导向——求成与避败的消费者面对两种不同的信息陈述方式——金额与比率时对购买意愿的影响。结果表明：信息陈述方式与消费者目标导向产生匹配，才能对消费者态度及其购买意愿产生积极的正面影响；消费者动机存在干扰效果，尤其在消费者属于高动机的情况下，原本对促销信息陈述没有匹配的消费者转变为匹配，且消费者态度明显提升。

Influence of Sum/Ratio Message Framing and Regulatory Fit on Consumer Purchasing Intention

The study utilizes the concept of regulatory fit from psychology to investigate how two types of consumers' goal orientation-promotion and prevention facing the sales promotion message framing-dollars and percentage impact the purchasing intention.The results indicate that:the regulatory fit which arises from consumers' goal orientation and message framing has significantly influence on consumer' attitude.On the other hand,the moderating effect of consumers' motivation is significant.In the condition of high motivation,consumers' attitude toward the ads is equal no matter fit or non-fit.